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| − | =Goal=
| + | Customer understanding |
| − | Develop a deep understanding of a customer, how they work, their pain, where it is felt. This first customer meeting with someone is a "give-and-take", you have to give something for them to feel that it's worth a meeting. In exchange for them talking to you, you will share your problem presentation. You might carry a tape-recorder and a notebook or bring a digital camera and take pictures of the whiteboard. Your goal is NOT to [[pitch|pitch]] yor product but to validate your understanding of the problem.
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| − | =Checklist=
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| − | # The most important question to ask
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| − | ## What is the one thing that you want to buy
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| − | ## Which leads to...
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| − | ## How do you do it today (if at all)?
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| − | ## How much does it cost you today?
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| − | # How do your target customers work?
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| − | ## Ask them how their job/life works today.
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| − | ## Ask them to describe the workflow / design flow
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| − | ## Listen and understand
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| − | ## Do not sell or even expain what you are doing, the goal is to understand what they are doing
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| − | # What is the biggest ''pain'' in how they work?
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| − | ## If they could have a magic wand and change anything what they do, what would it be?
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| − | ## This is the IPO question - listen carefully
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| − | ## Ask 3 variants around this question
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| − | # What is the organizational impact of this pain?
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| − | ## Individual?
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| − | ## Departmental?
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| − | ## Corporate?
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| − | ## Quantify the impact (dollars, time, duration, costs)?
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| − | # What would make the customer change the current way they do things?
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| − | ## Price?
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| − | ## Features?
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| − | ## New standard?
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| − | # If they had a product like this .... (describe yours in conceptual terms)...?
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| − | ## What percentage of their time could be spent using the product?
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| − | ## How mission critical is it?
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| − | ## Would it solve the pain they mentioned earlier?
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| − | ## What would be the barriers to adopting a product like this?
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| − | # Who do they think have similar products?
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| − | ## Who else is an innovator in this space?
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| − | ## Where else in their company has this been tried?
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| − | ## Is anyone else inside their company trying to build this product?
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| − | # How do they learn about new products?
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| − | ## Trade shows. Do they go? Do others in their company go?
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| − | ## Magazines. What do they read? What do they trust? What do their bosses read?
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| − | ## Sales people, who are the best?
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| − | ## Who are the visionaries in the press / analyst community that they read / respect?
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| − | # Can these customers be helpful in the future?
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| − | ## For the next round of conversation?
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| − | ## For an advisory board?
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| − | ## As a paying customer?
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| − | ## Refer you to others to talk to?
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| − | =Exit deliverables=
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| − | * Identical to [[Customer problem hypthesis|Customer problem hypthesis]] exit deliverables but this time with facts.
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| − | * Updated Customer and Problem Model
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| − | o Including workflow and proces
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| − | o Including customer pain
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| − | o Including the organisational impact (individual, departmental, corporate)
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| − | Part of: [[Customer Development Checklist|Customer Development Checklist]] - [[Customer Discovery|Customer Discovery]]
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| − | Part of book: [[The Four Steps to the Epiphany|The Four Steps to the Epiphany]]
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| | [[Category:mbi]] | | [[Category:mbi]] |
